The building blocks of Lego’s future: franchise tie-ins, going digital and sales in Asia

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Jorgen Vig Knudstorp, Lego’s chief executive, plays with his company’s toys for at least two hours, he told Reuters. He sees the future of the company including the physical Legos, there’s been a growing demand in Asia, as well as digital and mobile games, and tie-ins with franchises like Star Wars. “The key is using the digital world to encourage playing with the real thing, because the one thing that is not negotiable for Knudstorp is Lego’s devotion to its core plastic bricks.”